The understated elegance of old money and the striking opulence of new money are two distinct fashion aesthetics that indirectly showcase the wearer’s roots and wealth origins.
Both sartorial approaches extend beyond mere financial status, encompassing contrasting worldviews, ideologies, and dressing styles that shape the landscape of luxury fashion.
Understanding these nuances is crucial for those aspiring to cultivate a wardrobe that exudes sophistication, confidence, and a deep appreciation for dressing well.
Old Money Style – Understated Elegance
Old money style traces its roots to 19th-century affluent families such as the Astors and Vanderbilts in the United States, the Rothschilds in Europe, and the Grosvenors in the United Kingdom.
This aesthetic is characterised by a commitment to silent luxury, where wealth whispers through exquisite craftsmanship, premium materials, and timeless design rather than shouting through conspicuous branding.
The old money wardrobe is a masterclass in quality over quantity, favouring a curated selection of high-end, long-lasting garments that stand the test of time.
The old-money style colour palette leans towards the muted and refined spectrum, with shades like navy, camel, hunter green, and burgundy as the most predominant.
These classic hues are often complemented by sophisticated patterns such as herringbone, houndstooth, and paisley, adding depth and visual interest without veering into ostentatious territory.
Tailoring is a cornerstone of old money style, emphasising well-fitted, structured garments that flatter the wearer’s silhouette.
Bespoke suits from Savile Row tailors, meticulously crafted blazers, and impeccably fitted trousers form the foundation of the old money wardrobe.
Brands such as Brunello Cucinelli, Ralph Lauren Purple Label, and Loro Piana epitomise the contemporary old-money aesthetic, offering garments crafted from the finest materials, such as cashmere, silk, and premium wool.
In accessories, old-money individuals – such as Preppies – gravitate towards understated, high-quality pieces that complement their overall aesthetic.
Leather goods from heritage brands like Hermès, Goyard, and Valextra are coveted for their exceptional craftsmanship and timeless design.
Timepieces from esteemed watchmakers such as Patek Philippe, Vacheron Constantin, and Jaeger-LeCoultre are favoured for their horological heritage and subtle elegance.
The old-money approach to fashion extends beyond mere clothing choices, encompassing a lifestyle that values discretion, refinement, and cultural pursuits.
Well-versed in literature, history, and philosophy, old-money individuals often serve as patrons of the arts, supporting institutions such as museums, theatres, and opera houses.
New Money Fashion – Ostentatious Opulence
In stark contrast to the understated elegance of old money, new money fashion is characterised by a trend-driven, flashy aesthetic that embraces the zeitgeist of contemporary luxury.
New money refers to individuals and families who have acquired wealth through business ventures, entertainment, or technology from the 1980s to the present.
These fashion-forward individuals prefer visually striking garments, footwear, and accessories, often gravitating towards logo-centric brands to showcase newly acquired status.
New money fashion is heavily influenced by popular culture, celebrity style, and the latest runway trends, resulting in a dynamic and ever-evolving sartorial landscape.
Brands such as Gucci, Balenciaga, and Off-White are favoured for their instantly recognisable logos, eye-catching designs, and collaborations with high-profile influencers and artists.
The colour palette of new money fashion is often vibrant and attention-grabbing, featuring bold hues, metallics, and vivid patterns that demand attention.
Streetwear-inspired designs, graphic prints, and logo-laden pieces are staples in the new money wardrobe, reflecting a desire to stand out and make a statement in any social setting.
Accessories in the new money world are chosen for their ability to turn heads and showcase wealth unabashedly.
Chunky sneakers from brands like Balenciaga and Yeezy, oversized sunglasses from Gucci and Dior, and logo-emblazoned belts from Hermès and Louis Vuitton are considered must-have items for the new money fashionista.
The rise of social media has played a significant role in shaping new money fashion, with platforms like Instagram and TikTok serving as virtual runways for displaying the latest designer acquisitions and fashion flexes.
New money individuals often leverage their online presence to build personal brands, secure lucrative endorsements, and showcase their lavish lifestyles to a global audience.
Prominent examples of new money fashionistas include the Kardashian-Jenner family, known for their trend-setting styles and collaborations with high-end brands.
The Carter-Knowles family (Beyoncé and Jay-Z) blend luxury fashion with streetwear.
In contrast, the Asghari-Spears family (Sam Asghari and Britney Spears) are known for their eye-catching, modern fashion on and off the red carpet.
Unlike old money fashion, which is often rooted in specific geographic regions and cultural traditions, new money style is not limited by such boundaries.
However, cities like Los Angeles, New York, and Dubai have become synonymous with new money aesthetics due to their concentration of wealthy individuals, celebrity residents, and high-profile fashion events.
The new money approach to fashion is rooted in the desire for instant gratification and the pursuit of the latest trends.
This fast-paced, consumer-driven mindset is reflected in the rise of luxury streetwear brands, limited-edition collaborations, and the constant turnover of fashion “must-haves”.
Old Money Style Regional Variations
While the old money style is rooted in the traditions of aristocracy and the upper echelons of society, it continues to evolve, reflecting societal and stylistic changes across different regions.
British Old Money – Sloane Ranger Aesthetic
In Britain, the “Sloane Ranger” style emerged in the 1980s as the look of affluent young people living in London’s Sloane Square and the surrounding areas.
Characterised by an original Preppy, countryside-inspired fashion sense, Sloane Rangers prefer clothing brands that epitomise the quintessential British old-money look.
Key elements of the Sloane Ranger wardrobe include waxed Barbour jackets, Hunter Wellington boots, and Burberry trench coats, seamlessly blending country practicality with urban sophistication.
For formal occasions, Sloane Rangers turn to bespoke tailoring from Savile Row and crisp shirts from heritage shirtmakers like Turnbull & Asser.
Accessories often include signet rings, perhaps bearing a family crest, and classic timepieces from British makers such as Bremont or Vertex.
French Old Money – BCBG Elegance
In France, the term “BCBG” (Bon Chic Bon Genre) encapsulates the essence of French old-money style, emphasising classic, well-tailored clothing in neutral colours with a focus on quality fabrics and timeless design.
The BCBG wardrobe is built around versatile pieces such as perfectly cut blazers, crisp white shirts, and elegantly tailored trousers.
French heritage brands like Hermès, Chanel, and Louis Vuitton are revered for their timeless designs and exceptional quality.
They embody the French old-money commitment to understated luxury.
Accessories are chosen carefully, often featuring discreet Hermès scarves, classic Chanel ballet flats, or a well-worn Goyard tote.
For timepieces, French old money might favour elegant dress watches from Cartier or Jaeger-LeCoultre.
Italian Old Money – Sprezzatura Sophistication
Italian old-money style follows the classic aristocratic aesthetic but is shaped by touches of sprezzatura, the art of effortless elegance.
Sprezzatura is deeply ingrained in Italian fashion culture and refers to the ability to appear impeccably stylish without seeming to have tried.
Italian old-money families, such as the Agnellis and the Borghese, are known for their impeccable taste in fashion and love for luxury brands like Brioni, Kiton, and Bottega Veneta.
The Italian old-money wardrobe might include perfectly cut suits in rich fabrics paired with crisp shirts featuring subtle patterns or textures.
Accessories often include handcrafted leather goods from artisanal makers, elegant loafers from brands like Tod’s or Car Shoe, and perhaps a pair of bespoke sunglasses from Persol.
For timepieces, Italian old money might favour classic designs from Panerai or vintage pieces from universal favourites like Rolex or Omega.
American Old Money – Preppy Perfection
American old-money style is often associated with the Preppy style rooted in the dress codes of prestigious Ivy League universities.
Key elements of this style include navy blazers, khaki chinos, Oxford cloth button-down shirts, and penny loafers.
American heritage Brands like Brooks Brothers, J. Press, and Ralph Lauren are staples in the American old-money wardrobe, offering classic pieces that have stood the test of time.
For formal occasions, American old money might turn to bespoke suits from venerable tailors like Martin Greenfield or Paul Stuart.
Accessories often include understated pieces such as signet rings, classic leather belts, and perhaps a pair of tortoiseshell spectacles from Oliver Peoples or Moscot.
Timepieces might include heritage American brands like Hamilton or Bulova, or classic Swiss makers like Patek Philippe or Vacheron Constantin.
Lifestyle and Etiquette Differences
The differences between old and new money extend far beyond fashion choices, permeating lifestyle, social etiquette, and cultural pursuits.
Old Money Lifestyle and Etiquette
Old money prioritises discretion, refinement, and the preservation of family legacy, cultivating a lifestyle steeped in tradition and understated elegance.
Education is paramount in old money circles, with children often attending prestigious boarding schools followed by Ivy League universities or their international equivalents.
These educational institutions are valued for their academic rigour and the social connections and cultural capital they provide.
Cultural pursuits are central to the old money lifestyle, strongly emphasising the arts, literature, and history.
Weekends might be spent attending the opera at Covent Garden, perusing exhibitions at the Metropolitan Museum of Art, or enjoying a performance at the Vienna State Opera.
Old money social connections are often forged through shared experiences and memberships in exclusive clubs.
In London, this might mean belonging to clubs like White’s or Boodle’s, while in New York, the Union Club or the Knickerbocker Club might be the venues of choice.
Philanthropy plays a significant role in old money circles, with families often establishing foundations or serving on the boards of cultural institutions.
This commitment to giving back is seen as a social responsibility and a way to shape society and leave a lasting legacy.
Leisure activities for old money individuals tend towards the traditional and refined.
Fox hunting in the English countryside, skiing in St. Moritz, or yachting off Newport, Rhode Island’s coast are typical pursuits that combine physical activity with social networking.
In terms of etiquette, old money individuals are often characterised by their impeccable manners and social grace.
There’s a strong emphasis on discretion, with the adage “never complain, never explain” as a guiding principle.
Wealth is rarely discussed directly, and ostentatious displays of affluence are considered vulgar.
New Money Lifestyle and Etiquette
In contrast, the new money lifestyle focuses on immediate gratification, conspicuous consumption, and the pursuit of the latest trends.
While valued, education is often seen more as a means to an end than an end in itself.
New money individuals favour schools known for business programmes or tech incubators, with an eye towards practical skills that can further increase their wealth.
Leisure activities for new money often revolve around high-profile events and experiences.
This might include attending exclusive music festivals like Coachella VIP, securing courtside seats at major sporting events, or chartering private jets for impromptu getaways to exotic locales.
Social media plays a significant role in new money circles, with platforms like Instagram and TikTok serving as stages for showcasing wealth and exclusive experiences.
Lavish parties, red-carpet appearances, and collaborations with luxury brands are often documented and shared with a global audience.
Philanthropy in new money circles often takes on a more public face, with high-profile donations and charity galas designed to generate maximum visibility.
New money individuals might establish their own charitable foundations or partner with existing organisations in ways that align with their personal brand.
Regarding etiquette, new money is often characterised by a more relaxed and informal approach to social interactions.
There’s less emphasis on traditional social niceties and more on networking and making strategic connections.
Wealth is often discussed more openly, and displays of affluence are seen as aspirational rather than vulgar.
Old Money vs New Money Blurring Lines
As the concept of luxury fashion continues to evolve, the distinction between old-money and new-money aesthetics becomes increasingly blurred.
Many established luxury brands, once bastions of old-money style, have adapted to appeal to the new-money market by incorporating streetwear influences, collaborating with popular culture icons, and embracing a more logo-centric aesthetic.
For instance, Louis Vuitton’s collaboration with Supreme marked a significant shift in the luxury landscape, bridging the gap between high fashion and streetwear.
Similarly, Gucci’s renaissance under Alessandro Michele has seen the brand embrace a more eclectic, maximalist aesthetic that appeals to old and new money sensibilities.
Conversely, some new-money individuals are beginning to appreciate the understated elegance of old-money fashion, recognising the value of timeless pieces and discreet luxury.
This has led to a resurgence of interest in heritage brands and artisanal craftsmanship, with new money consumers seeking out bespoke tailoring and limited-edition pieces that offer exclusivity without overt branding.
The Rise of Conscious Consumption
A new generation of wealthy consumers has emerged, bringing unique values and dressing styles influenced by both the timeless elegance of old money and the trend-driven views of new money.
These individuals are often more concerned with sustainability and ethical production, leading to a shift in what constitutes true luxury fashion.
Brands like Stella McCartney and Gabriela Hearst, known for prioritising sustainable practices and transparent supply chains, are gaining traction among old and new-money consumers.
The shift towards conscious consumption is blurring the lines between old and new money aesthetics, creating a new category of luxury that values craftsmanship, heritage, and innovation in equal measure.
Conclusion
The dichotomy between old-money and new-money fashion offers a fascinating lens through which to view the evolution of luxury and style.
While old-money fashion prioritises understated elegance and timeless sophistication, new-money style celebrates bold trends and instantly recognisable brands.
However, as the luxury landscape continues to evolve, these once distinct categories increasingly overlap and influence each other.
For those seeking to cultivate a personal style that reflects traditional values and contemporary aspirations, understanding the nuances of old and new money fashion is essential.
By cherry-picking elements from both aesthetics and adapting them to your unique context, you can create a modern wardrobe that exudes confidence, sophistication, and individual flair.
Ultimately, the true essence of luxury lies not in the labels one wears or the logos one flaunts but in the quality, craftsmanship, and timeless appeal of the garments and accessories that define your style.
Whether drawing inspiration from the understated elegance of old money or the bold statements of new money fashion, the key is to create a wardrobe that authentically reflects your values, lifestyle, and aspirations.